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Catchment-22

So, here’s where Auckland’s 2016/17 NZFC teams are based.

A little isthmus focused perhaps? A nice West to East spread mind you.

Current_ASB_Teams

That’s OK though, because here’s where they’ll likely be playing their home fixtures.

playing_venues

A major assumption has been made here, that the NZFC will continue to be televised by Sky Sports. That would mean games moved to Thursday and later on Sunday afternoons, while also ensuring Auckland City and Eastern Suburbs play at least some of their home fixtures at either North Harbour or Mt Smart, rather than at Kiwitea St or the Ngahue Reserve (Suburbs aren’t using Madills for the National League).

For Waitakere though, every game is played either at North Harbour or Mt Smart.

Now, I’m no Waitak supporter, but if a club is called Waitakere United, then it’s sort of supposed to actually play in and around Waitakere. Look at the map. Waitakere United are spending more time in Albany and Onehunga than in their local area. People in Massey, Hobsonville, Henderson and Kumeu are meant to have a local team to support, not have to schlep  up SH18 to North Harbour.

The same for Suburbs and Auckland City. This isn’t like having the Blues represent all of Auckland – each NZFC franchise represents a specific area of Auckland, so shifting every team’s game to a neutral venue is an utterly bizarre tactic when one of the stated aims of NZF is to get attendances of > 1000 people.

I get it though. North Harbour and Mt Smart are already wired up for outside broadcast, it costs Sky less $ to televise games there. But it’s also ensuring that clubs like Waitakere, City and Suburbs have a doubly hard task of engaging their local communities and convincing them that a half hour drive over the Harbour Bridge will totally be worth it.

North Harbour Stadium

North Harbour Stadium

It’s catch-22, or perhaps catchment 22. Eastern Suburbs have the neighbourhoods east of State Highway 1 curling around to the CBD. Auckland City have Sandringham, Mt Albert, Three Kings, Mt Eden, New Windsor – basically the chunk between State Highway 1 and the beginning of Westie territory.

Waitakere have, well, everywhere I listed earlier. Here’s a map of that.

CatchmentArea.png

NZF have got big ambitions for the league, but it seems that sometimes they’re mixing them up with their capabilities. Placing the game on television gets it wider exposure, but gates have fallen as a result.

Attendances at the NZFC aren’t great – lower than many non-league games in other countries. But there’s lessons to be learned from how some of those clubs, fighting in a Premier League saturated football environment, manage to get more people through the gate. A common thread is the identification of the clubs catchment area and working it hard.

It’s time to get hyper-local for NZFC clubs, to develop advertising and engagement strategies which better grounds clubs in their local communities. Posters in shops, dairies and at bus stops. Hitting up local schools to see if the fixtures can be included in their newsletters for Term 4 and the Summer. Turning up at local events with flyers and fixtures lists.

Certainly, it’s the job of the clubs to actually do the hard yards on the streets, it’s NZF’s responsibility to make it a worthwhile job for the clubs to do.

Should Sky decide to screen the 2016/17 season, then that job becomes harder for every team in Auckland – the largest population concentration in the country. Because a fifteen walk or a ten minute drive each way to Kiwitea, Madills or Fred Taylor is a lot more appealing than a thirty minute each way journey over the Harbour Bridge or along SH18.

It doesn’t mean it won’t be worth doing mind. So, time for me to actually do something.

For each of Auckland City’s Kiwitea St. games this year, I’m going to put my hand in my pocket and get a hundred or so match posters made and put them up in the suburbs surrounding the ground in the week before the game. Here’s one of the rough drafts.

YOUR CITY,YOUR TEAM..jpg

If it works, great. If it doesn’t, well – at least I followed through on my idea to see if it would work. No shame in trying.

Although….

…there’s another thing I’ve been thinking about. What if the catchment areas were based on the actual geography of Auckland? I mean, what about the North Shore and South Auckland. They’re not even part of the current setup. Something like this…

Potential_Club_Distribution_Auckland

But that’s a whole different problem altogether!

Categories: NZ Men's National League

John Palethorpe

John Palethorpe lives in South Auckland which is very far away from Fratton Park and Champion Hill. Having been told there was no football in New Zealand, he was delighted to find that there is.

3 replies

  1. It’s a tough call alright and while they don’t have good history of getting them right, at least we can see why they have gone down the route they have.

    Getting TV coverage has been their aim for so long and makes sense – but it doesn’t give you the atmosphere that you get at places like Cambridge (in the old WaiBop days). So many turned up for those games that aren’t usually aren’t seen at the grounds. Eee by gum, progress…….

    Must say also – it was great when the Auckland City supporters came to town. You guys rocked the place

  2. I agree 100% with the importance of getting local engagement to grow the game, and that’s why it makes no sense say for Waitakere to play its games at North Shore, and for North Shore to have no team of its own. Same for South Auckland.

    It is so very clear from your maps that Auckland needs those two additional teams in the league so that everyone has a local team. East, West and Central are covered, but being from the North Shore I have no interest in an ASB Premiership that has no local representation. There’s a link between community and engagement with football – people don’t go to games without a connection to one of the teams.

    What annoys me is that NZF has two bids on the table to remedy this and to really promote local engagement with football in North and South Auckland. Okay so they weren’t selected in the first round, but why isn’t NZF now working with those two bidders with a view to developing their facilities and resourcing in time for an expansion of the league in say 2020?

    Let’s also locate these five teams in compact local facilities with lots of crowd noise, and you’ll get a better live experience and a more compelling televised product with the real possibility of tie-ins with local clubs and schools. Broadcasting equipment is very portable these days and can be set up virtually anywhere.

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